EXCLUSIVE: CEDA overhauls membership definition and branding

CEDA’s refreshed website reflects its new branding.

CEDA has refreshed its branding and corporate identity as part of its wide-ranging CEDA 22 for 2022 strategy.

Following the results of a 6-month branding project towards the end of last year, which revealed that 45% of members describe themselves as ‘specialists’ on their websites, with just 4.1% describing themselves as ‘distributors’, CEDA director general Adam Mason explained: “The purpose of the project was to ensure that as an association we were reflective of the membership and industry that we serve, as well as to ensure that we had relevance in who we were, what we delivered and how we projected ourselves. There were no pre-determined ideas and we quite deliberately used third party expertise from outside the industry where necessary.”

Subsequently, CEDA engaged marketing agency Creation ADM to channel the feedback into action. Several rebranding options were considered, but eventually CEDA concluded that the way forward was to formally remain as the Catering Equipment Distributors Association but adopt the trading name of CEDA.

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Mason detailed: “C-E-D-A stands for what we want it to stand for. This retains all that is good and positive about our existing identity but provides an opportunity to contemporise, refocus objectives and marketing messages.”

This meant re-designing the logo and branding, with the new strapline now reading: “Connecting Our Industry. Design Projects Equipment”.

According to Mason: “The aim is to be more contemporary, more professional and more reflective of our membership. The logo and straplines are one thing, but the real value will be in how we create and develop the brand – the messages we deliver and the manner in which we deliver them. We believe we connect our industry and we want to enhance that for all areas of the supply chain.”

As the membership is very diverse, CEDA and Creation ADM then further developed a marketing toolkit to allow individual members to promote themselves in their own unique way. Logos have been developed to reflect being a CEDA-approved design, projects or equipment specialist in the foodservice, hospitality, catering equipment or equipment service spheres.

“The rebrand gives members the opportunity to actively use their CEDA membership to better promote themselves to their customers and potential customers – it gives them more stories to tell,” said Mason. “It shows that they are involved with a progressive association that truly represents their businesses to the entire supply chain. The rebrand in itself is words and a logo – the value will come in the campaigns that CEDA undertakes that will absolutely enhance and elevate members as will their own individual marketing activities.”

He emphasised: “This is not just a change of logo. It’s a brand, an identity and a culture. It requires our code of practice, customer charter and membership criteria to be developed and enhanced. But what it breeds is opportunity. The opportunity for CEDA and CEDA members together to market and promote themselves in a new, innovative, creative, flexible and exciting way – no longer bound by the shackles of ‘distributor’.”

For an in-depth analysis of the branding project, look out for the July issue of Catering Insight.

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